ADVERTISING THAT DOESN'T SEEM ADVERTISING.
CLIENT: ING Direct (Spain)
CAMPAIGN: Professional Fan
AGENCY: DoubleYou Barcelona
(Aquí, el vídeo en español)
INSIGHT:
With a limited budget, we needed an advertising campaign that didn’t seem advertising to attract attention and obtain publicity.
IDEA:
An employment offer -“Fernando Alonso seeks Professional Fan to carry out communications tasks between Fernando and his fans”- advertised just in Spanish newspaper employment sections and on national internet portals for employment.
IMPACT:
After the campaign, people associated ING Direct to Fernando Alonso and perceived him closer to the fans.
The Professional Fan figure, allowed ING Direct to be present on media troughout all the Championship, occupying a media spaced valued at 2,510,405€.
Personal note:
With this campaign I realized –as Kirby Ferguson says- that “creativity isn’t magic: it happens applying ordinary thoughts to existing material” and “ whenever there’s a major breaktrough, there’s usually others on the same path”, as Alfred Russell Wallace and Darwin with evolution theories, or as DoubleYou and Cummins Nitro with the best job in the world. We made it 8 months before. They made it bigger.
_____________________________
- AWARDS:
El Sol, 2008
Use of media, Grand Prix
Use of digital media, Gold
Direct Marketing, Silver
El Ojo de Iberoamérica, 2008
Massive Media, Gold
Innovation - sponsorship, Silver
EFI, 2008
Effectiveness in media use, Gold
Effectiveness in commercial Communications, Bronze
Anuario del CdeC 2009
Merit
_____________________________
_____________________________
- TEAM
Executive Creative Direction: Daniel Solana
Creative Direction: Xavi Caparrós
Concept Ideation & Writing: Jesús Revuelta
Junior Copywriter: Xavi Solé
Art Direction: Maricarmen Gainza
Client Services Director: Anna Escorial
Account Manager: Nuria Andrés
_____________________________
CLIENT: ING Direct (Spain)
CAMPAIGN: Professional Fan
AGENCY: DoubleYou Barcelona
(Aquí, el vídeo en español)
INSIGHT:
With a limited budget, we needed an advertising campaign that didn’t seem advertising to attract attention and obtain publicity.
IDEA:
An employment offer -“Fernando Alonso seeks Professional Fan to carry out communications tasks between Fernando and his fans”- advertised just in Spanish newspaper employment sections and on national internet portals for employment.
IMPACT:
After the campaign, people associated ING Direct to Fernando Alonso and perceived him closer to the fans.
The Professional Fan figure, allowed ING Direct to be present on media troughout all the Championship, occupying a media spaced valued at 2,510,405€.
Personal note:
With this campaign I realized –as Kirby Ferguson says- that “creativity isn’t magic: it happens applying ordinary thoughts to existing material” and “ whenever there’s a major breaktrough, there’s usually others on the same path”, as Alfred Russell Wallace and Darwin with evolution theories, or as DoubleYou and Cummins Nitro with the best job in the world. We made it 8 months before. They made it bigger.
_____________________________
- AWARDS:
El Sol, 2008
Use of media, Grand Prix
Use of digital media, Gold
Direct Marketing, Silver
El Ojo de Iberoamérica, 2008
Massive Media, Gold
Innovation - sponsorship, Silver
EFI, 2008
Effectiveness in media use, Gold
Effectiveness in commercial Communications, Bronze
Anuario del CdeC 2009
Merit
_____________________________
_____________________________
- TEAM
Executive Creative Direction: Daniel Solana
Creative Direction: Xavi Caparrós
Concept Ideation & Writing: Jesús Revuelta
Junior Copywriter: Xavi Solé
Art Direction: Maricarmen Gainza
Client Services Director: Anna Escorial
Account Manager: Nuria Andrés
_____________________________
